What Does the Batman Lego Movie Have to Do with Branding?

Lego is on top of the list. According to Brand Finance, Lego is the top brand of 2017.

Brand Finance ranks brands each year based on its Brand Strength Index, which includes familiarity, loyalty, marketing, staff satisfaction and reputation. Here are the top 10 of the world’s “most powerful” brands:

Lego

Google

Nike

Ferrari

Visa

Disney

NBC

PriceWaterhouseCoopers (PWC)

Johnson & Johnson

McKinsey

I was surprised that this list is missing what I consider very powerful brands, such as Amazon.com, Apple, AT&T, Samsung, Microsoft or Wal-Mart. The only answer on Apple is that it had a 27% decline in value last year, but it always surges after the release of a new phone or product.

Beyond the numbers, it is not any surprise that Lego is surging. It found a real media promotional boon with Lego movies. Despite all the changes in technology, Lego has found a way to be top-of-mind (with movies), relevant (with Star Wars Lego sets) and engaging (with its Lego stores and play areas in popular areas, such as large malls and theme parks).

Lego deserves the ranking by being the most non-tech toy in a high-tech world. Sounds like child’s play and a lesson for us all.

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